• by Karl Greenberg , October 29, 2013

American Honda Motor is out of the carport with a new brand salvo extending the “Start Something Special” campaign that Honda’s Torrance, Calif. U.S. sales arm kicked off in September with a spot for the Odyssey minivan. 

The new program starts with a long-form online video of an Irish American newlywed couple getting a huge wedding gift, which sets the tone for a social media sheet-metal apotheosis of Honda cars where people can talk about their own relationships with their Hondas at the automaker’s #StartSomething hashtag.

Then Honda is launching two national brand TV spots to support: One that broke on Oct. 29 shows a collection of photographs and video of families and fans show their appreciation of the Honda brand. A voiceover says: “Thank you all for making your Honda more than a car. Thanks for making them something special.” The spots will air on the NHL network and during NFL games. 

The newlywed piece shows a real couple with a long history with Honda -- 20 of the brand’s vehicles have hung from the branches of the family tree -- who ask their local Honda dealer to loan three black CR-V crossovers for the bridal party. But Honda sent eight CR-Vs. In them are: the band that played for their first date; a troupe of Irish step-dance girls; $2,000 from Macy’s; a girl who presents them with an iPad with best-wishes videos from extended family in Ireland; and then, in a big surprise -- the actual family, flown in by Honda.   

Honda says #StartSomething will run on its social platforms, including Facebook, Google+, Instagram, Tumblr, Twitter and Vine, where fans will be encouraged to share their
stories with Honda. All stories will be collected at hondastories.com.

Alicia Jones, manager of Honda & Acura social marketing tells Marketing Daily that Honda wanted to start driving interest and encourage fans to engage with the brand on a personal level. She says Honda might do something similar again. “Potentially we will look for something,” she says. “No concrete plans yet.” 

Shilelagh Law, the band that played on their first date, and shows up at their reception, have been talking about the event on their social channels and on Honda’s Facebook page. 

Michael Accavitti, SVP of Automobile Operations at American Honda Motor Co., Inc., said, in a statement, “These stories will become the next chapter of our vibrant digital scrapbook that shows what Honda means to our customers’ and fans’ lives and evolves our ‘Honda Loves You Back’ efforts—feel-good surprises we’ve orchestrated over the past few years to show gratitude to those who have expressed love for the brand.”